Coca-Cola Launches One Brand Strategy in UK
05 Mar 2015 --- Coca-Cola has announced plans to change its marketing strategy in the UK to just ‘one brand’, instead of marketing its four Coke varieties separately.
The move comes as the company aims to encourage Britain to be the first market where more than half of its sales go to low or reduced calorie products. The company plans to double its marketing spend on low- and no-calorie products.
The company currently markets its four brands, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life, separately.
However, over the years, as consumer taste, preference and lifestyles have changed, Coca Cola has innovated to launch and develop new brands, with distinct and separate identities. These brands have provided people with a greater choice in terms of flavour, sugar and caffeine content, whilst still providing the great Coke taste they enjoy.
However, recent research shows that not all British consumers fully understand the choice offered within the Coca Cola trademark and the distinct benefits of each brand. For example, five out of 10 consumers do not realise Coca Cola Zero is a no sugar, no calorie drink.
The announcement will see Coca Cola Zero integrated with Coca Cola, Diet Coke and Coca Cola Life under one brand – Coca Cola. Under this new approach, the enduring appeal of Coca Cola will be extended across all four products in the Coca Cola portfolio. At the same time, new pack designs will emphasise the distinct characteristics of each Coca Cola product, making choice easier and simpler for consumers.
Under the “one-brand” marketing strategy, which Coca Cola Great Britain is launching in May, its advertising will feature the full range of Coca Cola variants; The lower and no sugar and calorie Coca Cola variants will be presented in the final frames of all Coca Cola television advertising; 2015 media investment in the lower and no sugar and calorie variants of Coca Cola will be doubled; The branding on every Coca Cola can and bottle, whether sweetened by sugar or by low-calorie sweeteners, whether caffeinated or non-caffeinated, cherry or vanilla flavoured, will be in the same style, with different colours clearly distinguishing each variant; and on-pack communications will include clearer descriptors to highlight the benefits of each Coca Cola - for example, “zero sugar, zero calories”.
This is a significant change for Coca Cola Great Britain, which for the first time is putting “choice” at the core of its marketing strategy. The new approach will place much more focus on the distinct characteristics of each Coca Cola and raise awareness of the choice available.
The new packaging, which will appear on shelves in Great Britain between now and May, will also see the introduction of the UK Government’s front-of-pack labelling scheme. By adopting the new scheme, which combines nutrient amounts and percentage Reference Intakes with colour-coding to show how much fat, saturated fat, salt, sugar and energy (calories), are in a product, Coca Cola Great Britain is providing consumers with even clearer information about the contents of its drinks.
Announcing the new marketing strategy, Jon Woods, General Manager of Coca Cola Great Britain & Ireland, said: “Coca Cola is one of the best-loved and most iconic brands in the world. With our new ‘one brand’ approach, we are uniting four distinct brands under the umbrella of Coca Cola. We believe our no and lower sugar variants will benefit from this closer association with Coca Cola and that featuring all variants in our advertising will make clear to more consumers the full choice we offer them. By focusing on building one brand and extending the appeal of the original Coca Cola across our lower and no sugar variants we believe we can drive sustainable growth for our business in Great Britain in the years ahead”.
